Director - Brands - Diageo - Shanghai

Job description
Context/Scope

Brands Director will need to lead a team within the Marketing function and exert broader organizational influence. The deliverables will include setting long and short term strategic category and brand marketing plans; providing leadership through development and execution of strategy, profitability , market share and equity growth; build a high performing team; actively driving and contributing to the marketing leadership team.


Market Complexity

The overall alcohol market in China is highly complex with complexity at category, consumer, geographic, channel and RTC. Additionally, China is a high profile and ‘must win’ strategically prioritized market within Diageo. The growth potential is enormous and international spirits will drive the growth momentum of total beverage alcohol.

Leadership Responsibilities

Ideas: demonstrates curiosity, experimentation and risk taking that results in a flow of new ideas;
Emotional Energy: Is self-motivated, an effective communicator, able to create energy in others;
Edge: Is comfortable / confident to face reality and make tough decisions when necessary;
People Performance Management: Is clear about the performance goal and proactively monitors the progress against the targets. A good coach.
Excellence: In execution, able to overcome obstacles
Living the Values: is committed to Diageo values and is able to demonstrate behaviour that is consistent with these values

Purpose Of Role

To lead key Diageo China brands in delivering or exceeding its agreed performance targets;
To protect and enhance Diageo’s reputation locally

Top Accountabilities

Internal brand champion, building support across functions and Global Brand Teams to achieve category and brand objectives;
Identify relevant consumer and customer insights and ensure they positively inform brand strategy, plans and execution;
Develop the Annual Strategy Plans and excellent execution of brand plans on time;
Creative development of brand growth drivers that win in the market and enhance brand equity and performance;
Budget management – with accountability for Brand Equity and P&L delivery;
Develop the marketing / team talent pool as an effective leader and coach;
Rigorous pre and post activity evaluations, with recommendations for improvement;
Strong external radar – own brands and competitors.

Essential

High levels of strategic ability and good judgment
Proven track record of managing brands and delivering breakthrough marketing to drive brand performance
Ability to operate in a matrixed organisation
Excellent leadership skills inc. strong interpersonal skills; able to engage, influence, motivate and coach others
Strong commercial acumen
Approx 10-15 years marketing experience with strong academic qualifications
Highly proficient in English
Desirable:

Beverage experience
Luxury experience
Fluency in Mandarin / China experience
Experience in leading and managing change

Barriers To Success In Role (Optional)


Inability to manage the organisation matrix
Insensitivity to local culture/environment
Inability to inspire and motivate others
Inability to implement a clear strategic framework for the next 3 years

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